| Title | THE RAINBOW PROJECT |
| Brand | ASIAN TIGERS |
| Product / Service | MOVING COMPANY |
| Category | B03. Corporate Reputation |
| Entrant | JWT SHANGHAI, CHINA |
| Entrant Company: | JWT SHANGHAI, CHINA |
| PR/Advertising Agency: | JWT SHANGHAI, CHINA |
| Name | Company | Position |
|---|---|---|
| SheungYan Lo,Yang Yeo, Elvis Chau | JWT Shanghai | Executive Creative Director |
| Raymond Chin | JWT Shanghai | Creative Director |
| Rojana Chuasakul, Xiao Dong Zhou | JWT Shanghai | Art Director |
| Raymond Chin, Ada Hu | JWT Shanghai | Copywriter |
| Jane Zhang, Phoebe Fan, Jing Xu | JWT Shanghai | Agency Producer |
| Sylvia Cheng, Evenie Wang | JWT Shanghai | Client Service |
| Zhu Jing Jin | JQK Productions | Director |
| Raymond Lucas, Li Jing, Li Bing Xi, He Yue Lin | - | Producer |
| Duan Mu Yu Ze | - | Editor |
| Liang Le | - | Cameraman |
Asian Tigers is a moving company helping thousands of families move to new homes each year. The Challenge and Objective To come up with a compelling social responsibility program that utilized the company’s strengths while capturing the imagination of the public. The Strategy We created the Rainbow Project. Where we collected children’s items and delivered them to children’s welfare homes in an inspirational way. With the help of real rainbows. We created the buzz for this charity event by creating real rainbow installations, Which captured the imagination of everyone with the usage of an internet film of our first Rainbow Project delivery as well as actual rainbow installations in outdoor venues. The rainbows symbolized to the children that if we can do the impossible by delivering a rainbow, anything in life is possible for them. The Outcome The buzz we created was very well received by the public and they gave us their full support, making over 2800 donations in just one week. More than enough items for our first 8 visits to the children’s welfare homes.
The goal is to get the general public and our moving clients to feel good about our company as a whole, and at the same time know that we have the capability to deliver just about anything, even a rainbow.
The buzz we created was very well received by the public and they gave us their full support, making over 2800 donations in just one week. More than enough items for our first 8 visits to the children’s welfare homes.
Firstly we worked with engineers and an event production company in creating real rainbow installations. And then we went about collecting used children’s items from our moving clients. After which we did our first Project Rainbow delivery to a welfare home in the outskirts of Beijing. We filmed the event and put it up online to create buzz. At the same time we created more buzz by putting up the rainbow installations in 3 venues in Beijing. These venues also served as our donation collection points. These efforts resulted in more donations of items, which we then made 7 more Project Rainbow deliveries to welfare homes.
There is an opportunity to do a compelling social responsibility program that utilized the company’s strengths while capturing the imagination of the public. When we help our clients move, they often throw some things away, things that children in welfare homes can really use. We wanted people to know that Asian Tigers is a really committed moving company which can deliver just about anything. So we put these two together and created the Rainbow Project.
We created the Rainbow Project. Where we collected children’s items and delivered them to children’s welfare homes in an inspirational way. With the help of real rainbows. We created the buzz for this charity event by creating real rainbow installations, Which captured the imagination of everyone via an internet film of our first Rainbow Project delivery as well as actual rainbow installations in outdoor venues. The rainbows symbolized to the children that if we can do the impossible by delivering a rainbow, anything in life is possible for them.